John Hassall (1868-1948) trained as a painter in Antwerp and Paris, but his intention to make his name as a great painter was deflected by his success with a theatre poster for The French Maid, done in response to a circular letter from David Allen and Sons asking artists if they could produce poster designs. Hassall's work was appealing and commercial; he worked fast and by 1899 had designed over 600 posters as well as producing illustrations for nursery rhymes and fairy stories. He admired the decorative posters of Mucha, and his belief in the decorative aspect of posters comes across in his work, as does his wit and sense of humour.